Taylor Fritz pulls out of Nike partnership to enter $4.6 billion worth company as brand ambassador ahead of Indian Wells

The American ended his eight-year partnership with Nike to sign this deal with the German fashion brand.

Taylor Fritz pulls out of Nike partnership to enter $4.6 billion worth company as brand ambassador ahead of Indian Wells

Taylor Fritz in Hugo Boss outfit (Images via Hugo BOSS)

American tennis star Taylor Fritz has joined luxury fashion brand Hugo BOSS as its global brand ambassador, the company announced on Wednesday. The 26-year-old ended his eight-year partnership with Nike to enter into a fresh new deal with the Germany-based fashion brand. 


Fritz debuted the apparel designed by Hugo BOSS at the 2024 Indian Wells when he took the court for the charity event, the 2024 Eisenhower Cup, ahead of the main draw. The BOSS logo was embedded on the left chest of the polo t-shirt worn by the American. 

As the company announced the onboarding of Fritz as its brand ambassador, Hugo BOSS confirmed that it “will dress Fritz on and off the court, including for all official events, red-carpet moments, and interviews.

Taylor Fritz also shared his thoughts on this partnership with the Germany-based brand. The American tennis ace said that he is excited to land a deal with a brand that believes in “being your own boss.”

I’m excited to join the BOSS family. In both my tennis career and my personal life, I strive to deliver 110%, embrace new challenges, and stay true to myself – so I’m inspired by the brand’s values of living a self-determined life and ‘being your own BOSS,’. I look forward to bringing my best, most BOSS self to the court in sportswear that combines smart aesthetics with exciting, performance-driven features.
Taylor Fritz said in the statement released.

Taylor Fritz joins Matteo Berrettini on Hugo BOSS’ star-studded lineup

Taylor Fritz is not the only tennis star to join the Germany-based fashion brand as its brand ambassador. The fashion brand had already signed Italian tennis star Matteo Berrettini as its ambassador in 2022.

Taylor Fritz, Matteo Berrettini in Hugo Boss outfits (Images via Hugo BOSS)

Most recently, Hugo BOSS announced two young WTA players Noma Noha Akugue and Ella Seidel as its brand ambassadors.

Apart from tennis stars, Hugo BOSS also has Hollywood superstar Chris Hemsworth and British supermodel Naomi Campbell as its brand ambassadors. The Germany-based fashion brand is increasing its pool of brand ambassadors, and it is helping them grow. 

The group offers collections in 132 countries at around 7,400 points of sale and online in 70 countries via hugoboss.com. Also, with approximately 17,000 employees worldwide, the company, based in Metzingen (Germany), posted sales of EUR 3.7 billion in the fiscal year 2022.


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